Blackwater Wants a New Image

One of the largest security firms is changing its name due to the tarnished reputation it feels it earned in Iraq.

Blackwater Worldwide will continue to protect U.S. diplomats in Iraq but, will now operate under the name Xe (pronounced “z”).

The U.S. State Department also announced it would not renew it’s $1 billion contract with Blackwater after it expires in May.

In last years interview with the Associated Press, Blackwater said it hoped to focus on business operations rather than involve itself in private security contracting because of it’s reputation.

The firm is also trading it’s bear paw logo with a more business-like insignia featuring the name Xe in black and white.

Blackwater via Soxfirst

According to Huffingtonpost, the company’s brand was damaged by its security work in Iraq including the infamous shooting in Baghdad’s Nisoor Square, in which more than a dozen Iraqi civilians were murdered.